Digital inclusion and assisted digital | Louise Russell | December 2014
Putting users first: the story of GOV.UK | Louise Russell | July 2014
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(ex)GDS * Putting users first The story of GOV.UK
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Presentation on GOV.UK by Louise Russell at Really Useful Day Oxford on 23 July 2014. The talk covered the following topics: Brief history of GDS & GOV.UK Starting with user needs Evidence & data Creating content User journeys Continuous improvement
Transcript of Putting users first: the story of GOV.UK | Louise Russell | July 2014
(ex)GDS*
Putting users first
The story of GOV.UK
GDS**Sarah
What I’ll cover:
- Brief history of GDS & GOV.UK- Starting with user needs- Evidence & data- Creating content- User journeys- Continuous improvement
(ex)GDS
*
REVOLUTION NOT EVOLUTION
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Simpler, clearer, faster
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Sarah
Sarah
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It’s big…
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It’s won things…
Design of the Year2013
D&Ad Awards2013
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£42 million
It’s saved some money…
In 2012/13
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It’s all down to understanding user needs
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What are real people looking for?
How can you best meet that need?
Efficient for them… and for you
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Post: £6.62
Phone: £4.11
Online: £0.22
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Data is your friend
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Data from existing sites
Data from Google & other online tools
Data from your call centre & other channels
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Sets your priorities
Pic by @LisaScott
Fights your battles
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Tells you the language to use
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User stories
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Who’s the audience?
What’s the action?
Why do they want to do it?
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“As a _______ I want to ________so that I can ________”
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“As a self-employed person I want to file my tax returnso that I can avoid nasty fines.”
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Designing content
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Formats
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Answer
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Guide
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Smart Answer
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Content should be as short, simple and specific as possible
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Content should define the audience
It should be ordered around what people need to know when
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It should include enough information so the user can make a decision or take an action
If it’s not essential, leave it out
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GDS*Sarah
Front-load sentences
Break it up. Use- short sentences and
paragraphs- subheadings- lists
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Use the active voice
Use plain English
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“But it has to be complicated for legal/policy reasons”
Not very often
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Write in the language used by real people
While taking account of language used by government
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User journeys
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Where is your user starting from?
What is their immediate need?
What are the previous/next steps they might need to take?
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Continuous improvement
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Steps through pension calculator
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User research
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Start with user needs
based on evidence & data
design specific, simple content
signpost likely next steps
continuously monitor & improve
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What does this mean for local government?
There are 135 journeys from GOV.UK to local government
We need your help tomake those journeysas good as possible
GDS*Paul *Sarah
Useful links
Google Trends
GOV.UK Style Guide
GDS Design Principles
GDS Blog
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